guest post: 8 tips for attending a trade show

I know we’ve been a little heavy with the trade show talk over the last two weeks, but what can I say?  It’s that time of year.  I’m excited to wrap this week up with a guest post from Bridgett Edwards of Perideau Designs.  She’s sharing her top 8 tips for attending a trade show.  This is invaluable information if you’re thinking of making a trade show scouting trip. (And no worries, even if you missed this latest round of trade show hoopla, there are still plenty of trade show scouting opportunities coming up this summer!)

First, I’d like to start by thanking Megan for giving me the opportunity to share some of my tips here on Craft MBA. Trade shows seem to be the theme around here. Below I’ve listed just some of the tips I learned while walking the National Stationery Show the past two years. Each tip is versatile enough that it can be applied to any craft or trade show you may choose to attend.

Walking a show is a great way to get a feel of the land and determine if exhibiting is the right step for your business. Exhibiting takes a lot of time and money to prepare for, so making sure it’s a right fit is imperative.

Not only will attending the show as a guest help you determine if it’s worthwhile for you to exhibit, but also will make apparent what stage your business is currently in. From my own experience, walking the National Stationery Show in 2009 showed me I was no where near ready to take the plunge. However, while walking the show this year and re-evaluating my goals for my business and life, exhibiting in 2011 is a very strong possibility for me.

So let’s take a look at my 8 tips for attending a trade show as a guest, shall we?

First, you want to familiarize yourself with the layout prior to arriving. Check the website of the show you’re attending and plot out a game plan. This is especially helpful if you’re short on time or attending a show in just one day. Be efficient, productive, and well versed. The National Stationery Show provides a great floor plan online that is easy to print out.  Visit your craft or trade show’s website for a Floorplan. If one isn’t easily accessible shoot an email to the organizer or coordinator for more information.

Be sure to always bring your business cards and hand them out at every chance. Trade shows are an excellent opportunity to network and to get ideas if you are thinking of exhibiting in the future. Take note of what booths you like and why. Exchange business cards at every occasion because you never know where a friendly conversation may lead.

Respect the exhibitors time. They only have a few days to solidify as many orders and leads as possible. If you are the only one in the booth, go ahead and strike up a conversation with the owner. However, be courteous once a retailer or potential client steps inside the booth and excuse yourself. Although the exhibitors are there to network, their main focus is to land accounts, so don’t take it personally if they are unable to give you their undivided attention.

You can also bring along a camera to take pictures for your blog or simply for inspiration, after checking the trade shows website to ensure this is allowed. But also take heed when doing so; not all exhibitors will be open to having future competition take a snapshot of their booths. A lot of blood, sweat, and tears go into making their booths unique and stand out so be respectful. If you wish to take pictures always be sure to first introduce yourself (and be honest!) and ask for permission to take pictures. Nine times out of ten the exhibitor will be more than happy to let you because it’s also free press for them.

Bring a notepad or jotter along to take down notes. It’s also a great tool to get contact names when a business card isn’t available. Make sure to follow up after the show. A simple hello is all that’s needed just to keep the lines of communication open. And if you blogged about the show, it’s always a nice courtesy to send the link to the exhibitor featured.

Keep note of the weather forecast leading up to the show and dress appropriately. It’s natural to want to put on your Sunday best, but keep in mind you will be walking for an average of 4-5 hours. So wear comfortable shoes and dress in layers. It might be 70 degrees outside but 50 in the building. Last year, it was freezing outside in New York during May but this year it was a gorgeous and sunny spring day. You never know what Mother Nature will have in store.

Arm yourself with breath fresheners. This one might sound silly but often overlooked. You will be talking non-stop with vendors, friends, anyone really, and there’s nothing more embarrassing than chatting with bad breath. So grab some Tic Tacs, gum, breath spray, whatever your heart desires and be minty fresh.

Always, always, always make a checklist starting about a week out before the show. Got your business cards? Check! Pen and paper? Check! Write down everything you think you may need to bring to the show and check it off as you put it in your bag. I created a simple downloadable checklist for you to help make it a little easier.

So those are my little tips I’ve learned along the way. Hope they were helpful. Enjoy!

(image of fugu fugu press booth at NSS)